Johannesburg, Gauteng | 11 November 2026
The Gauteng Tourism Authority (GTA) the official destination marketing agency for the Gauteng City Region has welcomed the successful hosting of South Africa’s Local Government Elections, describing the outcome as a renewal of democratic governance and a strategic opportunity to reposition tourism as a key driver of local economic development, investment attraction and job creation.
As newly elected councils prepare to assume office, the GTA is calling on municipalities across Gauteng and South Africa to place tourism marketing, destination management and visitor economy development at the centre of their growth and economic recovery strategies.
Today’s cities are far more than centres of administration. They are globally competing brands. They compete for visitors, events, investment, talent, business activity and residents. Increasingly, successful cities are those that create environments where people want to visit, live, work, invest and play.
The GTA believes that the future competitiveness of Gauteng’s cities and towns will depend on the ability of municipalities to become more agile, digitally enabled, responsive and visitor-centric while simultaneously improving the quality of life for residents.
“The elections are over. The work of building globally competitive municipalities begins now. Tourism must no longer be viewed as a secondary function of local government. It is a powerful economic development tool capable of attracting investment, supporting small businesses, creating jobs and generating municipal revenue.” Explained GTA Acting CEO Crezelda Venter
The Authority further noted that challenges such as crime and grime, deteriorating public infrastructure, weak by-law enforcement, vandalism, neglected tourism assets, non-payment of municipal services and underutilised recreational facilities continue to undermine destination competitiveness across many communities.
Municipal-owned assets such as nature reserves, museums, heritage sites, community halls, civic centres, recreational parks, stadiums and visitor facilities represent significant untapped economic resources that can drive local tourism growth when properly maintained, commercialised and activated in partnership with communities and the private sector.
“Tourism and service delivery are not competing priorities. They are two sides of the same development coin. You cannot build a destination of choice without functioning municipalities, and you cannot unlock the full economic potential of municipalities without a thriving visitor economy.
Clean streets, functional streetlights, safe public spaces, reliable services, vibrant public amenities and well-managed municipal assets are not only service delivery imperatives; they are tourism imperatives. The municipalities that get these basics right will attract visitors, investment and confidence.” reiterated Venter
Champion Host Programme to Empower Communities
Recognising the importance of domestic tourism, the GTA announced that it will work closely with municipalities during the new local government term to roll out its Champion Host Programme.
The initiative is designed to empower residents with destination knowledge, tourism information and practical skills to become active ambassadors for their communities while opening pathways into tourism entrepreneurship.
Gauteng continues to attract the highest volume of Visiting Friends and Relatives (VFR) travel in South Africa, creating a powerful opportunity to convert residents into destination advocates and tourism sales ambassadors.
“The future of sustainable tourism growth lies in the strength of domestic tourism. We want every Gauteng resident to become a Champion Host. When locals become exceptional hosts, storytellers and destination ambassadors, communities benefit and tourism grows.”
“Whether welcoming family, friends, business travellers or visiting sports fans, every interaction is an opportunity to showcase Gauteng and stimulate local economic activity.”
The GTA pointed to the recent enthusiasm generated by visiting football supporters and international sports content creators as an example of how local communities can leverage sporting events to generate tourism spend beyond match-day activities.
With Gauteng’s sporting brands increasingly competing on continental and global stages, the province has an opportunity to transform sports tourism into a year-round destination marketing and visitor growth platform.
A Call for Night Mayors in Gauteng Cities
The GTA has also called on incoming councils to explore the introduction of the internationally recognised Night Mayor model, which has been successfully adopted by leading global tourism, entertainment and lifestyle destinations. The model focuses on coordinating safety, mobility, entertainment, events, hospitality and economic development activities that support the growth of the night-time economy.
The Authority noted that Johannesburg’s growing international profile presents a strong case for such an intervention. Recent global rankings by Time Out recognised Johannesburg among the world’s top cities for nightlife, while Melville’s iconic 7th Street was recognised among the world’s coolest neighbourhoods.
“A thriving visitor economy requires a thriving night-time economy. Safe and accessible nightlife creates jobs, stimulates entrepreneurship, supports artists and creatives, strengthens hospitality businesses and keeps cities vibrant long after office hours. The future municipality is one that is resident-focused, digitally smart, investment-ready and visitor-friendly. Tourism can no longer sit on the margins of municipal planning. It must sit at the centre of it.”
As a new local government term begins, the Gauteng Tourism Authority reaffirmed its commitment to working with municipalities, communities and industry stakeholders to build cleaner, safer, more competitive and more welcoming destinations that deliver tangible economic benefits for residents. “The opportunity before new councils is clear: build municipalities that people are proud to live in, investors are eager to invest in, and visitors cannot wait to experience. Tourism has the power to help achieve all three.” ENDS
Enquiries: Barba Gaoganediwe, Spokesperson Gauteng Tourism
- 0834467844
- [email protected]
- @VisitGauteng
- www.gauteng.net
